The product, which we've lovingly code-named Apple TV 2, will come with increased memory and a smarter and more open operating system that will support both Siri and third-party apps from the Apple App Store.

And while all this logically makes sense since we're going on three years since a major update to Apple's Amazon Fire TV competitor, it feels a little … well familiar.

We've been down this road before. Some insider source swears that the next Apple TV will be officially announced at the next big Apple event - usually WWDC or Apple's annual autumn product unveiling - and we bite, hook line and sinker.

It happened before WWDC 2015, when an informant told Buzzfeed News that Apple TV was coming in time for Apple's new over-the-top streaming service, and it might be happening again today.

What's an Apple entertainment enthusiast to think? Apple TV 2 is definitely in the works, but just how soon we'll have it on our shelves remains to be seen.